It didn't make sense; you can find the store in almost any mall. So one day, I began asking people on the line where they were from: not one was from the United States.

They were from Hungary, England, Ireland, Israel, Switzerland, France, you name it. And they hadn't come because of the male models in the store — nude from the waist up — although a woman from the U.K. laughed and said, "of course it helps!"

I finally did some research. It turns out, the company has spent millions on a huge marketing campaign in Europe — but there are only a few stores there. So the New York store has become a beacon for every foreign tourist.